Microsoft partners with RIM to bring Bing to BlackBerry

Microsoft and RIM have entered a partnership that will see Bing mapping and …

Microsoft CEO Steve Ballmer made an appearance today at RIM's BlackBerry World conference to announce a new partnership between Microsoft and RIM to bring Bing searching to BlackBerry. As a result, new BlackBerry smartphones and the PlayBook tablet will default to using Bing for search and mapping.

The partnership will cover both applications and deeper integration. The Bing for Mobile BlackBerry App, which sports a windows Phone 7-like Metro-style interface, will receive prominent promotion and positioning in the BlackBerry App World store. The application was demonstrated on a BlackBerry Torch 9800, so unlike BlackBerry 7 OS, it will be available for existing handsets.

On new devices, the Bing-powered mapping and searching will be built in to the operating system rather than discrete applications. Longer term, the companies plan to create an augmented reality application fusing maps, location awareness, photo searching, and more.

The move highlights the contradictions a company like Microsoft faces. Microsoft wants to promote Bing, as the search engine is the company's main weapon against Google. On the back of heavy advertising and promotion—as well as regular updates and new features—Redmond's "decision engine" is slowly starting to take market share from Google, especially in the US.

The company is using Bing applications as a way to drive this increased usage and to try to ensure that Google does not achieve the same dominance in mobile as it has achieved on the desktop. The apps for iPad, iPhone, and Android have been generally well-received, and the greater exposure both to the brand and the underlying capabilities of the search engine is likely to win over new users. The partnership with RIM, along with similar partnerships with Verizon, Motorola, and even Nokia, will expand the visibility of the search engine further still.

The flip side to this is that Microsoft has a smartphone platform of its own—a platform that is struggling to make a name for itself in a crowded and competitive market. Windows Phone of course has Bing integration of its own—which works very well—but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

In producing these applications, Microsoft may well be helping Bing—but it's equally making Windows Phone compare unfavorably with the competition. With both Windows Phone and Bing being strategically important, managing this overlap without damaging either product is going to continue to challenge the company.

I just thought I'd make a concession to him now that he's been banned!

I don't think his argument was completely wrong, though; I think Bing's position is more assured than Windows Phone's, so I'm not convinced that making Windows Phone relatively worse (which these actions do do, even if only slightly) just to prop up Bing is an ideal strategy. Existing Windows Phone users, in particular are losing out here, and they know it, which means it's going to be much less likely that they'll encourage others to use the same platform.

...but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

One would think that this functionality could be added to WP7 through a simple OS update.

...but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

One would think that this functionality could be added to WP7 through a simple OS update.

OS updates have not been "simple" thus far for the Windows Phone platform.

...but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

One would think that this functionality could be added to WP7 through a simple OS update.

OS updates have not been "simple" thus far for the Windows Phone platform.

Also, RIM, just flailing around ... trying to stay relevant, eh?

Do you own a Windows Phone 7 device? My update experience with my HD7 has been very simple, no problems at all.

The thing is that all these little victories for Bing are going to really hurt Google as a company.

When 90%+ of your revenue is derived from search, and you're losing percentages to Bing, that cuts into 90% of your revenue. However, if Microsoft gains 10% in search and Google loses 10%, that Google's revenue is cut by 9%. That's a *big* deal. But MS won't get 9% in revenue for Bing... it's all to starve the beast that is Google, and it's smart business.

I just thought I'd make a concession to him now that he's been banned!

I don't think his argument was completely wrong, though; I think Bing's position is more assured than Windows Phone's, so I'm not convinced that making Windows Phone relatively worse (which these actions do do, even if only slightly) just to prop up Bing is an ideal strategy. Existing Windows Phone users, in particular are losing out here, and they know it, which means it's going to be much less likely that they'll encourage others to use the same platform.

I don't think is a true argument. This assumes that BB would not have anything comparable if MS did not provide it with Bing. But Google exists.

Put it this way. Is there anyone who says "Hmmm...I'd get BB instead of a WP7 phone if only it had Bing on it"?

The thing is that all these little victories for Bing are going to really hurt Google as a company.

When 90%+ of your revenue is derived from search, and you're losing percentages to Bing, that cuts into 90% of your revenue. However, if Microsoft gains 10% in search and Google loses 10%, that Google's revenue is cut by 9%. That's a *big* deal. But MS won't get 9% in revenue for Bing... it's all to starve the beast that is Google, and it's smart business.

This is absolutely it. MS does not intend to necessarily make money off Online. They are trying to starve the beast that is Google, so they can waste fewer dollars giving out SW competing with MS for free.

The flip side to this is that Microsoft has a smartphone platform of its own—a platform that is struggling to make a name for itself in a crowded and competitive market. Windows Phone of course has Bing integration of its own—which works very well—but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

The question here is do you think the WP platform is that widespread enough to hold out exclusive features (completely or time-limited) for WP7? For now I'd say no, that MS is better leveraging their cloud and bing services on any and all platforms that will have it. I like Photosynth's features on my iPhone, its a good app.

As far as WP7 being behind in those features, thats an internal resource problem within MS, not a overall strategy problem.

This goes back to the issue of Microsoft (and Apple) competing with itself internally (covered by Ars).

Contrary to what you may want to believe, Blackberrys are still a significant portion of the market. It's essentially a three-way tie between Android, Blackberry, and iOS with Windows phones far behind.

The problem here is that RIM didn't choose Bing because it is a superior search engine - most likely there is an arrangement where Microsoft is paying them, or something similar. Microsoft is buying market share.

I just thought I'd make a concession to him now that he's been banned!

I don't think his argument was completely wrong, though; I think Bing's position is more assured than Windows Phone's, so I'm not convinced that making Windows Phone relatively worse (which these actions do do, even if only slightly) just to prop up Bing is an ideal strategy. Existing Windows Phone users, in particular are losing out here, and they know it, which means it's going to be much less likely that they'll encourage others to use the same platform.

How are existing Windows Phone users losing out by Bing being integrated in the Blackberry OS?

I just thought I'd make a concession to him now that he's been banned!

I don't think his argument was completely wrong, though; I think Bing's position is more assured than Windows Phone's, so I'm not convinced that making Windows Phone relatively worse (which these actions do do, even if only slightly) just to prop up Bing is an ideal strategy. Existing Windows Phone users, in particular are losing out here, and they know it, which means it's going to be much less likely that they'll encourage others to use the same platform.

How are existing Windows Phone users losing out by Bing being integrated in the Blackberry OS?

They're seeing Microsoft building better features on other platforms. In other words, if you want to use nice Microsoft software, you're better off getting a phone without a Microsoft operating system. That is causing disquiet amongst existing Windows Phone users. They reason that in using a Microsoft smartphone platform, they should be getting the best software support from Microsoft (and I can't really disagree with that assessment). Since Microsoft is seen to be supporting other platforms better than it supports its own, they are growing disgruntled. Their hopes and expectations are being dashed. That is how they are losing out. And this is not mere speculation; there are plenty of forum posts around the Internet to this effect.

The thing is that all these little victories for Bing are going to really hurt Google as a company.

When 90%+ of your revenue is derived from search, and you're losing percentages to Bing, that cuts into 90% of your revenue. However, if Microsoft gains 10% in search and Google loses 10%, that Google's revenue is cut by 9%. That's a *big* deal. But MS won't get 9% in revenue for Bing... it's all to starve the beast that is Google, and it's smart business.

This is absolutely it. MS does not intend to necessarily make money off Online. They are trying to starve the beast that is Google, so they can waste fewer dollars giving out SW competing with MS for free.

Add to the mix that Google is also a big competitor to RIM and is eating into their market. For them is a better move to have Bing as a search engine and do not let Google get revenue from their plataform as well.

I just thought I'd make a concession to him now that he's been banned!

I don't think his argument was completely wrong, though; I think Bing's position is more assured than Windows Phone's, so I'm not convinced that making Windows Phone relatively worse (which these actions do do, even if only slightly) just to prop up Bing is an ideal strategy. Existing Windows Phone users, in particular are losing out here, and they know it, which means it's going to be much less likely that they'll encourage others to use the same platform.

I don't think is a true argument. This assumes that BB would not have anything comparable if MS did not provide it with Bing. But Google exists.

Put it this way. Is there anyone who says "Hmmm...I'd get BB instead of a WP7 phone if only it had Bing on it"?

Yeah except BB was obviously a second rate platform for Google. Maps updates were slow in coming and Navigation still hasn't been ported. Goggles isn't available for BB either.

People seem to have a hard time catching up with what is by now almost an ancient reality. Microsoft has to deal with a world where the different parts of its business have to compete on their own. I doubt anyone at Microsoft spends any effort worrying about whether success with Bing on Blackberry might make Windows Phone 7 less competitive.

The fix for this, of course, is to ensure that there is feature parity between Bing on Blackberry and Bing on Win Phone 7.

In fact, if possible, the two applications should feel almost exactly the same. Would make for easy transitioning.

Microsoft does cross-platform compatibility a lot with many of its products. The most prominent example is probably Office for Mac. Sure, Microsoft could try to limit Office so that it works only on Windows machines and tell Mac users, "Buy a Windows machine" if they wanted to run Office. However, Mac users are devoted and won't switch. Instead, they decide to take their money anyway by offering a Mac Office version. Sure, they give up the $150 Windows 7 license but you gain the $600 Office Professional license.

Same goes on WP7 vs. BB. Microsoft knows that it's not going to convince BB users to switch any time soon - it's too entrenched and too established. So in the meantime, get a good licensing deal with RIM and get all of those BB users to get hooked on your search engine and suck up some ad revenue. Who knows? Maybe they'll continue using it at home on their Windows 7 PC too.

...but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

One would think that this functionality could be added to WP7 through a simple OS update.

OS updates have not been "simple" thus far for the Windows Phone platform.

Also, RIM, just flailing around ... trying to stay relevant, eh?

Do you own a Windows Phone 7 device? My update experience with my HD7 has been very simple, no problems at all.

I do not. I was basing that statement on the multiple carriers that have either skipped or cancelled roll-outs of updates and the several delays that Microsoft has run into while getting their platform competitive.

Contrary to what you may want to believe, Blackberrys are still a significant portion of the market. It's essentially a three-way tie between Android, Blackberry, and iOS with Windows phones far behind.

Yes, they still have a significant portion of the market. So did tube televisions, AOL, and horse carriages at one point. RIM has shown little compelling for the future and their profitability is tanking. Unlike Microsoft, RIM doesn't have a cash rich center to fund their mobile business.

The fix for this, of course, is to ensure that there is feature parity between Bing on Blackberry and Bing on Win Phone 7.

In fact, if possible, the two applications should feel almost exactly the same. Would make for easy transitioning.

Microsoft does cross-platform compatibility a lot with many of its products. The most prominent example is probably Office for Mac. Sure, Microsoft could try to limit Office so that it works only on Windows machines and tell Mac users, "Buy a Windows machine" if they wanted to run Office. However, Mac users are devoted and won't switch. Instead, they decide to take their money anyway by offering a Mac Office version. Sure, they give up the $150 Windows 7 license but you gain the $600 Office Professional license.

Same goes on WP7 vs. BB. Microsoft knows that it's not going to convince BB users to switch any time soon - it's too entrenched and too established. So in the meantime, get a good licensing deal with RIM and get all of those BB users to get hooked on your search engine and suck up some ad revenue. Who knows? Maybe they'll continue using it at home on their Windows 7 PC too.

@EmeraldArcana...I agree with your post. The 'noise' that Peter talks about with regards to current users complaining about Microsoft products on other platforms are primarily from the tech enthusiasts. I personally don't care if the Bing App or the One Note App looks better or has more functionality than what is currently on WP, as I realize that this is just business for Microsoft and that, eventually, those services will be updated/enhanced on WP. Do those services (i.e. Bing/One Note) work on WP now? Yes, they do, and that is really all that should matter.

It would sure be nice for me if they spent as much time updating the Bing apps on WP7, but they seem to not want to. I can't say how disappointed I am, especially with the Bing maps. If I search for Pizza, it takes me to a city in Russia. Even my underpowered Garmin GPS does a better job than that.

Maybe they just need some better vision at the top. Look what a focused CEO has done for Apple...

@EmeraldArcana...I agree with your post. The 'noise' that Peter talks about with regards to current users complaining about Microsoft products on other platforms are primarily from the tech enthusiasts. I personally don't care if the Bing App or the One Note App looks better or has more functionality than what is currently on WP, as I realize that this is just business for Microsoft and that, eventually, those services will be updated/enhanced on WP. Do those services (i.e. Bing/One Note) work on WP now? Yes, they do, and that is really all that should matter.

Tech enthusiasts are important as advocates, though. I think one of the most important things for Microsoft to do is to get Windows Phone in front of people so they can actually experience it for themselves--the interface is very different from those that have gone before, and you have to use it to understand it, IMO. Tech enthusiasts are an important way to make that actually happen.

...but certain aspects of this integration have been overshadowed by the applications available for non-Microsoft smartphones, as they offer capabilities—including OCR searching, barcode scanning, location-based reminders, and more—that the built-in Windows Phone integration lacks.

One would think that this functionality could be added to WP7 through a simple OS update.

People seem to have a hard time catching up with what is by now almost an ancient reality. Microsoft has to deal with a world where the different parts of its business have to compete on their own. I doubt anyone at Microsoft spends any effort worrying about whether success with Bing on Blackberry might make Windows Phone 7 less competitive.

I bet the WP7 people do. They're busy trying to grow WP7, and Bing for other platforms hurts them.

Meanwhile (last time I checked, anyway), even though users who have tried it generally like Bing, their revenue base doesn't come anywhere near their operating costs. So the Bing folks are frantically trying to build their user and revenue base up to the level they need before the investors bring out the long knives. Bing is in a hugely strategic market, it's a legit #2 player (with nobody else even on the playing field anymore), and many users genuinely like the product, so Microsoft wants to keep giving it time to grow. But you can only lose so many billion dollars before the people whose money it is lose their patience.

Microsoft has been making deals with everyone under the sun to put Bing and Bing Maps on their respective devices (Nokia, Palm/HP, Verizon, etc) that is exactly why they lost $726 Million last quarter.

Google search and Google Maps are many years ahead of Microsoft's offerings both figuratively and literally. Microsoft is not in the business of maps and search, they are in the business of trying to whittle away at Google's marketshare, they make money from Windows, Office and Xbox, they lose billions of dollars on online every year.

As a consumer I feel undermined by a manufacturer that would integrate an inferior product (Bing and Bing Maps) into their device for a kickback then try to sell it to me when they could have just integrated the far superior product (Google and Google Maps) but taken less money initially.

I'm definitely not a CEO of a large corporation, that being said, Rimm is transitioning right now and if I were CEO I think I would try to pair the best and most popular search and mapping technology in Google rather than take a one-time cash credit and risk undermining my customers and lowering the quality of my product. How many inaccurate searches on Bing Maps using the Playbook till you want to throw it out the window (yes I have used Bing Maps, its awful, especially internationally).

Congratulations Rimm/Nokia/HP/WP7 you guys all just made Google Maps on Android and iOS a huge feature when it otherwise would have just been the norm.

"As a consumer I feel undermined by a manufacturer that would integrate an inferior product (Bing and Bing Maps) into their device for a kickback then try to sell it to me when they could have just integrated the far superior product (Google and Google Maps) but taken less money initially."

Yea that's opinion and many people feel that Bing is on par with Google and in some cases better for specific things. Both searches are very advanced and personally I think Bing has a better image search. I also use Duck Duck Go which pulls from both.

Why is Samsung partnering with Microsoft to use Bing? It sounds conniving and sly if you ask me. What are they going to do? Put Bing on their Android phones as the default? Samsung shouldn't be trying to bite the hand that feeds them. But then I'm not surprised, as they're promoting their Bada smartphone operating system.